History, Legacy & Showmanship

“It has the personality not of a particular movie but of a product, of something arrived at by corporate decision.” — Vincent Canby, The New York Times

Blockbuster. Juggernaut. Game Changer.

The event, or tentpole, film was taken to new heights during the summer of 1989, and the industry hasn’t been the same since. Sure, there were hits — and megahits — before, but everything this did was new, unorthodox or amplified: mass-saturation marketing, title-less posters, narration-less trailers, loads of tie-in merchandise, dual soundtrack release, one-day-early sneak-preview screenings, anti-piracy electronic-coded release prints, shattered box-office records, home-video release while still in theaters, franchise. [Read on here…]

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